From a marketing standpoint alone the ability to rapidly produce metal cases for things would give products an air of quality that you could never match with a plastic 3D printer and might cost too much to CNC. Between this and the costs of pick-and-place machines coming down I'd love the ability to design/build my own consumer electronics products and sell them out of my garage.
For better or worse it's a long ways from "machining/printing a part" to having something ready to sell. Even just dealing with aluminum (easy to machine), you have deburring, polishing and/or tumbling, and (probably) anodizing standing in the way of selling your new consumer part. Some of that is fairly easy to get going with - small scale anodize is problematic.
I can imagine those companies buying these machines and passing on the cost savings -- I would definitely start to think about using it instead of CNC.
The ability to rapidly prototype in low cost, low latency iterations will be a boon across many industries - regardless of whether or not you end up outsourcing production.
And of course, you may just end up outsourcing down the road.